Mitihoon – Thailand’s tourism industry has long been a cornerstone of economic growth, but its impact extends far beyond airlines, hotels, and major attractions. Every meal purchased at a local restaurant, every handcrafted product sold by a community business, and every wellness or lifestyle experience enjoyed by an international visitor helps circulate income throughout the broader economy. As global travel continues to evolve, small and medium-sized enterprises (SMEs) are becoming increasingly important beneficiaries of tourism-related spending.
With nearly 33 million international arrivals and 1.53 trillion baht in tourism revenue in 2025, tourism remains one of Thailand’s most significant sources of foreign income. The challenge today is no longer attracting visitors alone, but ensuring that tourism spending reaches a broader range of businesses across the economy.
Recent findings from Visa’s Thailand Travel Pulse 2026, unveiled at Visa Connect Bangkok 2026, highlight the growing economic value of international visitors. Cross-border spending by Visa cardholders in Thailand increased 14% year over year, reflecting sustained demand from global travelers. The report also found that repeat visitors accounted for just 20% of cardholders but generated 34% of inbound spending, underscoring the outsized contribution of travelers who return to Thailand on a regular basis.
Equally significant is the changing pattern of tourist expenditure. Spending growth is no longer concentrated in traditional categories such as accommodations and large-scale retail. Visitors are increasingly directing their budgets toward dining, wellness services, lifestyle activities, and locally curated experiences. This shift presents a meaningful opportunity for SMEs across the country, including businesses operating outside major tourist destinations and established tourism corridors.
The challenge, however, lies in converting visitor interest into actual transactions.
While Thailand is widely recognized as one of the world’s leading travel destinations, payment accessibility remains an area with substantial room for growth. According to the Data-Driven Insights into Tourist Payment Behaviours report, jointly produced by the Bank of Thailand and Visa, cash accounted for 78% of foreign tourist spending value in Thailand in 2024, compared with 20% for card payments and 2% for e-money transactions.
At the same time, Visa’s Global Travel Intentions Study found that 81% of travelers had concerns about payment experiences before arriving in Thailand, while 58% encountered payment-related difficulties during their trip. One of the most frequently cited challenges was the inability to use preferred payment methods at certain merchants.
For SMEs, these findings represent an opportunity rather than a limitation. As consumers around the world become increasingly accustomed to digital and cashless transactions, payment convenience is emerging as a critical factor in purchasing decisions. Businesses that can accommodate the payment preferences of international travelers are often better positioned to capture spending that might otherwise be lost. The trend is already evident across Thailand’s payment ecosystem.
According to Ms. Naowarat Keeratikasemsook, Head of Merchant Acquiring Business at Krungthai Card Public Company Limited (KTC), spending through digital payment channels across KTC’s merchant network grew 7% during the first half of 2026, while spending by foreign customers
increased 20%, outpacing overall growth and highlighting the rising contribution of international travelers to merchant revenues.
“Today’s travelers can discover local businesses through digital platforms, make reservations before departure, and access community-based experiences more easily than ever before. As a result, payment acceptance has become an integral part of the customer experience. For SMEs, it has evolved from a transaction tool into a gateway to international purchasing power.”
She added that payment flexibility is becoming an increasingly important competitive advantage. Travelers today expect fast, secure, and familiar payment experiences wherever they go. Businesses that accept international cards, digital wallets, contactless payments, and remote payment solutions are often better positioned to meet these expectations, reduce friction at checkout, and create a more seamless customer journey.
The growing importance of digital payments reflects a broader transformation in the global tourism industry. Today’s travelers expect convenience at every stage of their journey, from planning and booking to purchasing products and services at their destination. For local businesses, the ability to offer familiar and trusted payment options can influence everything from customer satisfaction and spending levels to repeat visitation.
Thailand’s selection as the first Asia-Pacific market for the Visa Destinations initiative further reinforces the country’s strategic role in shaping the future of tourism and commerce. As competition among destinations intensifies, success will depend not only on attracting visitors but also on enabling them to discover, engage with, and transact effortlessly with local businesses throughout their journey.
For Thai SMEs, digital payments are becoming more than a matter of convenience. They represent a critical piece of economic infrastructure that connects local entrepreneurs to global demand. In an increasingly interconnected marketplace, the businesses best positioned to benefit from tourism growth may simply be those that make it easiest for travelers to discover, engage, and pay.
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